Consuming motherhood - Meanings that mothers of young children attribute to their excessive online shopping

Involvement in online shopping is a growing trend, with potential negative repercussions when it is excessive. Shopping tends to be socially attributed to women and especially mothers, since part of caring for a child is buying children’s products. This study examined the meanings that mothers of young children attribute to their online, excessive involvement in shopping behavior (EISB). Fifteen Israeli, upper- and middle-class mothers of children aged six months to six years who are excessively involved in online shopping were interviewed. A content analysis revealed two main themes that integrated their pragmatism and critical points of view: (a) Online shopping as a way of enacting motherhood, and (b) Critical awareness of online shopping. The findings link the discourse on intensive mothering, consumerism, and excessive or addictive shopping behavior. Consumerism played a central role in the interviewees’ lives that helped them fulfill the expectations of intensive mothering. Shopping responded to the norm that mothers should invest as much time, money, and energy in their children as possible, and put their children’s needs first. The participants used these discourses to normalize their excessive involvement in shopping. These findings shed light on the impact of the social discourse of consuming motherhood.